Whenever I see something decent a competitor’s put live I think ‘Dammit, why aren’t we doing that!?’
Most content marketers are hyper-critical of their blind spots. Or at least they think they are. Really, they’re just paranoid.
You’re not seeing your competitor’s strategy, you’re just seeing part of their output. And copying the output of a strategy you don’t understand could be a big waste of your time.
But if everyone’s doing (for example) a podcast, surely something is going right, and you’re missing out by not doing the same?
Yes, potentially. But it helps to reframe ‘everyone’s doing it’ as two separate things, one good, one bad.
- The Good ‘Everybody’s doing it’: A change in audience behaviours means that your prospects are consuming information in a new way (like a podcast).
- The Bad ‘Everybody’s doing it’: Some brand is clearly having success with a certain content format, and lots of other brands are piling in with their own version (like a podcast about B2B Growth)
Number 1 is a great reason to start a new content format. Number 2… you’ve already lost.
If you can create a content that harnesses emerging audience behaviours and at the same time satisfies their unmet demands… well then congratulations, you’ve laid a golden egg.
Go for it. Soon everybody else will be doing it too.